ABSTRACT
Advertising. This chapter discusses advertisements that are written for different media platforms. An analysis of demographics and psychographics leads to the importance of targeting a specific audience for a product or service. This introduces the three-step workflow of identifying client needs, researching the product, and targeting the audience for an effective advertising campaign. The chapter then delves deeper into how to create a specific ad, using AIDA (Attention, Interest, Desire, and Action) to serve as a commercial’s template. An exploration of the differences in formatting for print, radio, television, and digital ads follows, offering sample templates for each media outlet. The chapter concludes with a brief discussion of closings, which are legal disclaimers that are mandatory in some advertisements.
